Subtitles or Dubbing? How to localize your video content the smart way

From e-learning and product tutorials to TikToks and Netflix series, video content is more global than ever. Platforms and audiences span continents, and this expansion poses a key question for brands:

Should I subtitle, dub—or both?

Choosing the right localization approach impacts:

• Audience engagement – Localized content can significantly improve retention and viewer satisfaction
• Accessibility – Subtitles support comprehension for non-native speakers and the hearing-impaired
• Cultural resonance – Voice and text must match local preferences
• Budget and timeline – Dubbing is considerably more expensive and time-consuming than subtitling

According to Wyzowl (2023), 91% of businesses use video in their marketing strategies. While that figure dipped slightly to 89% in 2024, video remains an essential tool for international communication.

Dubbing: A Voice That Connects

What is Dubbing? Dubbing replaces original audio with voice recordings in a different language, typically synchronized with the speaker’s lips.

Advantages:

• Provides a more immersive viewing experience
• Strongly preferred in countries with established dubbing traditions (e.g., Italy, Germany, France, Brazil)
• Ideal for long-form content: films, series, and branded documentaries

Drawbacks:

• Significantly more expensive than subtitling (often 3x–10x the cost)
• Longer production times (due to casting, recording, and lip-syncing)
• Less efficient for short-form or fast-paced content like TikToks or Instagram Reels

Subtitling: Efficient and Accessible

What is Subtitling? Subtitling involves displaying translated text on-screen in sync with the original audio.

Advantages:

• Far more affordable than dubbing (as low as one-fifth the cost)
• Boosts accessibility for the hearing-impaired and non-native speakers
• Essential for silent autoplay platforms like Facebook, where most videos are watched without sound

Drawbacks:

• May disrupt immersion, especially in action-heavy scenes
• Not ideal for viewers with low literacy or slower reading speeds
• Loses tone or nuance that voice conveys

When to Use What?

Content Type	Best Format	Reason
TV Commercial (Spain)	Dubbing	Spanish audiences expect native audio for advertising
Product Demo (Global)	Subtitles	Quicker and easier to distribute internationally
E-learning (Germany)	Dubbing + Subtitles	Dubbing preferred, subtitles support accessibility
Instagram Reel (France)	Subtitles	Silent autoplay common; text ensures message delivery
Branded Film (Brazil)	Dubbing	Emotional resonance and connection are key

Using Both: The Best of Both Worlds

Combining dubbing and subtitling delivers flexibility, especially in:

• Corporate communications across international teams
• Educational platforms like Coursera and edX
• Streaming services such as Netflix and Disney+, which let users choose between dubbed and subtitled versions

Bonus: Subtitles and closed captions improve SEO by making content searchable on platforms like YouTube.

What Different Regions Prefer

Region	Preferred Format
🇮🇹 Italy	Dubbing
🇩🇪 Germany	Dubbing
🇧🇷 Brazil	Dubbing
🇪🇸 Spain	Dubbing
🇳🇱 Netherlands	Subtitles
🇸🇪 Sweden	Subtitles
🇯🇵 Japan	Mixed (genre-dependent)
🇺🇸 USA	Subtitles (for foreign content)

These preferences are grounded in cultural habits and exposure. Dubbing is standard in much of Europe and Latin America, while subtitling dominates in countries with high English proficiency or strong reading cultures.

How Mitlia Helps Localize Your Video Content

At Mitlia, we offer full-service audiovisual adaptation beyond simple translation:

• Hybrid workflows – AI-assisted speed with human-quality control
• Script transcreation – Adapting tone and cultural nuance, not just words
• Voice casting – Selecting talent to match local expectations
• Styled subtitles – Visually integrated captions across formats
• Cultural consulting – Strategic advice on format choices by region

Whether you’re launching an international campaign or a local explainer, we help your message resonate emotionally and linguistically.

Conclusion: Smart Localization, Stronger Connection

There is no universal solution—your localization strategy should reflect your audience, content type, and goals:

• Subtitles = Speed, accessibility, affordability
• Dubbing = Immersion, emotional impact, audience expectations
• Both = Flexibility and market reach

With Mitlia’s expertise, your content doesn’t just reach new markets—it connects with them.